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新零售的风口在哪里? 帮线下门店到网上揽客

2017-06-19 11:35:54   

有赞认为,与电商相比,线下门店才是真正“自带流量”的。能经营下来的实体门店,无论大小总会有客流,有老客户,只不过以前这些流量没有被用好。通过有赞,商家可以把零散的用户变成有规模的粉丝群,借用有赞的工具运营粉丝,推动产生复购。这是新零售的风口,也是有赞的机会——

很多人知道有赞都是因为在微信公众号里买过东西。作为移动互联网时代的开店“助手”,有赞并不是微信里的“天猫”,更不是微商。准确地说,它是一种工具,能够帮助企业开设网店并提供完整的移动电商解决方案。

“在我们的用户群中70%是线下门店,也就是水果店、小饭馆、零售店,等等。”有赞科技有限公司CEO白鸦坚信,为实体店服务比单纯服务电商更有前途。

熟人“种草”比卖家推荐更有效

白鸦经常被问到的问题是,你们跟淘宝有什么区别?

实际上,淘宝、京东等购物平台和以有赞为工具打造的微商城,虽然都是电商但商业逻辑完全不同。

用户在淘宝等电商平台买东西,通常会搜索、比价,之后选择一个看着不错的。再次购买时,消费者可能会再来店里,也有可能会重新搜索更划算的卖家。换句话说,用户是平台的深度用户,却不一定是商家的忠实顾客。

更重要的是,如果用户不想买东西,商家几乎没有什么办法接触到他们。目前很多电商平台的商家已经意识到了这个问题,所以会通过发送促销信息等方式来主动与客户接触。不过,这种信息通常都会被用户忽略。

有赞的玩法是利用粉丝对账号内容的喜爱和信任推荐东西,让粉丝更有意愿购买。业界普遍认为,这种熟人“种草”、消费者“拔草”的商业模式,顺应了当前消费升级的趋势。

把用户变成可经营的粉丝群

从有赞的模式来看,最适用的应该是自带流量的商家,比如那些有百万、千万粉丝的自媒体大号。可为什么有赞的客户主体是实体小门店呢?

“线下门店其实才是‘自带流量’的。”白鸦的话很让人意外,但仔细一琢磨,的确如此。

能经营下来的实体门店,无论大小总会有客流,有老客户。只不过,以前消费者只是自发地、习惯性地进一家餐厅吃饭,去一家商店购物,老板除了跟熟客打个招呼,彼此之间再无联系。在过去几年里,这部分商户所代表的实体经济受到了电商的极大冲击。大家可以从网上买四川的橘柑、海南的椰子,反倒是家门口的水果店生意清淡了。

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